How do you build customer loyalty?
Loyalty gives brands many benefits, and successfully building a strong bond between a brand and its customers through an effective loyalty programme gives a company many advantages, let's find out what they are.
Building loyalty to create value
The customer brings value to the company. That is why giving them interest and importance can be beneficial for everyone. Both for the consumer, who will benefit from interesting promotional operations, advantages or rewards. And for the brand, which will connect with its audience and make them want to maintain or increase their positive buying behaviour.
« The shopping basket of an existing customer is 15 to 25% higher than that of a new customer. »
For the company, the objective is therefore to listen to the needs of its customers and to bring them satisfaction, in accordance with the identity of the service or product offered. The loyalty strategy thus makes it possible to retain the consumers obtained through the previous customer loyalty and acquisition techniques. It will remind the consumer of the existence of the product or service and prevent it from aging.
Building loyalty to limit the effects of competition
It is recognised that market saturation and intense competition can make consumers less loyal to the brands they engage with. Thus, loyalty can become a competitive advantage, allowing a company to make its customer relationship more profitable. As the cost of acquiring a new customer is higher than the cost of keeping one, it is more attractive for a brand to retain its existing customers than to seek out new ones.
Entering into a loyalty approach also allows a company to build a more solid turnover, less exposed to the whims of a market or an economic crisis. It will therefore be in the best position to finance development projects and increase its profitability.
Building customer loyalty to turn customers into brand ambassadors
« 92% of consumers trust brand ambassadors. » Nielsen
Amplified by social networks, it is word-of-mouth and recommendations that represent a viral and very effective acquisition channel, especially with millennials.
Successful brands are therefore those that manage to build up active ambassadors who carry their values and bring credibility to marketing speeches, which consumers generally do not trust. Thanks to them, brands expand their customer base and thus their turnover, and embellish their image on a daily basis.
HOW TO BUILD CUSTOMER LOYALTY?
Customer loyalty is achieved through the realisation of three strategic ambitions:
Reinforcing consumer habits
The aim is to improve the customer's consumer behaviour. The aim is to increase the frequency and amount of purchases or use of the service. This is achieved by selling more products (up-selling) or products from another range (cross-selling).
Not disappointing a customer is one of the prerequisites for developing a relationship with the brand. Hence the creation of thematic clubs, modelled on the stages of life, the journey or the interests of the consumer. These clubs should help to understand, use or improve the experience of a service or product. The aim is to go beyond the simple give-and-take stage and strengthen the emotional bond. This is often based on a unifying membership card, personalised messages and offers, defined according to the customer's habits or interests.
« 80% of your company's future revenue will come from 20% of your existing customers. » Gartner
Creating ever closer ties between the brand and its customer helps to build a lasting relationship. Thus, offering benefits that are sufficiently important for the customer not to want to leave makes it possible to value them: premium services, gifts, privileges.
At John Paul, for example, we offer our clients a range of relationship programmes, enabling a company to both retain its customers and engage its employees.
WHAT JOHN PAUL CAN DO FOR YOUR BRAND
Discover a unique customer loyalty service that can create innovative and personalised experiences for your brand.
A concierge service
John Paul concierges are available 24/7, anywhere in the world. They are able to handle all types of requests, from the most basic to the most extraordinary. These experts accompany your clients and make their daily lives easier by responding to their needs and desires.
An enriched course
By capitalising on a wide range of expertise, John Paul offers you white label relationship marketing solutions. Whether you want to manage your member base, produce content, manage personalised campaigns, create customised events or negotiate exclusive partnerships, our teams can design multi-channel media on behalf of your brand (website, member area, mobile application, emailing, magazine, etc.). Compose the loyalty strategy best suited to your business.
In-depth customer knowledge
Respond precisely to your audience's expectations by enriching your customer database. Engage your customers on their interests and anticipate their needs. Our CRM and data tools use the latest innovations to deliver an ultra-personalised customer relationship.